Different Types of Marketing

It’s more than just “Marketing”

Whether it’s answering questions on Quora, giving career advice on LinkedIn, or hearing from recruiters about the wrong type of job opportunity – a recurring theme the belief that all Marketing is exactly the same.  Whether you’re looking to start a career in marketing, wanting to grow your current department and add some a few more functions, or are attempting to try and target the right buyer, this guide should help give you a basis of understanding.  Before you continue, keep in mind: The larger the organization, the more specialized roles people will take on; contrast that to a small business or startup, where one person can wear many hats performing all of the roles of marketing.  This guide sill cover everything from Product Marketing to Public Relations, and all of the roles in between.

Demand Generation

The lead generation engine of the business responsible for getting marketing qualified leads into the sales funnel.  This department/group may encompass many aspects of marketing in order to all work together to generate leads, such as email, social, and content marketing.  This group creates annual and quarter long campaign plans that are aligned either to product launches or over-arching themes for the business.  This group, lead by campaign managers, creates the overarching strategy and works with other groups in order to execute it.

Product Marketing

The team that connects your business to the buyers.  Product Marketing (PMM) is responsible for: buyer insights, market knowledge, messaging and narrative creation, go to market strategy, product launch governance, and sales knowledge transferring.  Product marketing works closely with Product Management and Demand Generation/Content Marketing in order to effectively bring products to market.  Product Marketing has to understand what the technical capabilities of the product are, know exactly what the buyer needs, and craft messaging that connects the two.  Product Marketing works to inform the rest of the business on the buyer/market, in order to help impact roadmap items, content creation, demand generation plans, and market segmentation.  Reports into either Corporate Marketing, Product Management, or Product Strategy departments.

Content Marketing

Creating content that provides value to the market in order to generate awareness and leads for the business.  Content marketing assesses the entire marketing and sales funnel in order to best understand what converts leads to buyers the best, but is most often focused on the top of the funnel for generating as many leads as possible.  Content marketing will often work with Product Marketing to understand the type of content that the market is looking for, as well as the messaging behind it, and will work with Demand Generation to push specific pieces of content out through campaigns.

Corporate Communications

Responsible for the voice of the corporate entity.   Corporate communications will usually be responsible for internal/external announcements that relate to the business as a whole – from acquisitions to new executive hires.  For all communications that don’t fall into either product releases or lead generation, corporate communications will typically get involved. Sometimes corporate communications will be a completely separate department in the business outside of traditional corporate marketing.

Social Media Marketing

Connecting the business to the Social Media world.  One of the hardest jobs that can provide the most value to the business, but is nearly impossible to do without the support of the other departments.  Social Media marketing is all about understanding which platforms are used by your target users and buyers, finding the users on that platform, and providing them the value that your business has.  It’s difficult because if your business is not creating content that provides value to the market, then people are less likely to want to connect with your community managers.

Email Marketing

Digital Communications driven by data. This group is responsible for knowing exactly when and how to send the right communication to the market and the customers.  Responsible for nurturing leads through multi-stage email campaigns, communicating corporate and product news, and staying on the top of market inboxes.  This job is very data driven, understanding send, open, click, and conversion rates, and what affects each one of these.

Analyst Relations & Public Relations

Connecting the business to Analysts and the general public.  Usually an arm of the Corporate Communications team, this group is responsible for ensuring that the corporate message is conveyed appropriately to the general public and to Analysts.  This group often works with Product Marketing and the Demand Generation team to coordinate Analyst, Public, and Media communications.

Customer Marketing

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Channel Marketing / Partner Marketing

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Marketing Operations

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